September 24, 2010
For Immediate Release
MACROMILL, INC.
Company Representative: Tetsuya Sugimoto, Chairman and President(Code no.: 3730, First Section of Tokyo Stock Exchange)
Contact for further information:
Yasuhiro Kihara, Chief Financial Officer and Senior Executive Officer
TEL: +81-3-6716-0700

Announcing Basic Agreement on the Establishment of a New Company

Macromill, Inc. (the “Company”) is pleased to announce that, at a meeting held on September 24, 2010,
its Board of Directors reached a basic agreement with Hakuhodo DY Holdings Incorporated (“Hakuhodo
DY Holdings”) and Tokyu Agency Inc. (“Tokyu Agency”) to establish a new company with the purposeof collecting and selling data on consumer purchases. The new company will become a consolidated
subsidiary in which the Company will have an 82% stake. The Company will advance discussions toestablish the new company by the middle of January 2011.

1. Reason for establishing new company
Interest in consumer purchasing data is increasing, as consumers’ penny-pinching tendencies and thediversification of lifestyles make businesses to turn to services that enable them to track customer
trends from new perspectives.
The Company and Tokyu Agency jointly provide the QPR (Quick Purchase Report) service*, a onestop shop for data on actual purchases and consumer attitudes. The service is popular especiallyamong manufacturers of food, beverages and daily necessities, and has also attracted a great deal ofattention from marketing support firms such as advertising agencies and distribution firms in recentyears.
However, the Company decided it was necessary to enhance the service and provide/generate reliable
panel data that will permit businesses to conduct marketing activities based on research into consumerpurchasing patterns.
As an initial step, the Company has reached a basic agreement with Tokyu Agency, which has manyyears experience providing product selection research, and Hakuhodo DY Holdings, which ispursuing next-generation, comprehensive marketing solutions, to establish a new company with the
purpose of collecting and selling data on consumer purchases, joining forces with them to co-financethe new company. The Company will also conduct a widespread search for investors in the newcompany even after establishing it, with the aim of making the data provided by the new company thede facto standard in the industry.
* Refers to a database of purchase data collected by portable scanners and a related service operated
jointly by the Company and Tokyu Agency.

-1-2. Outline of the new company (planned)(1)

Trade nameTo be determined(2)

Location

To be determined(3)

Title/ Name of representative

To be determined(4)

Business

Collection and sale of data on consumer product purchases(5)

Capitalization

400 million yen (capital to be invested 800 million yen)

(6)

Date of incorporation(7)

Shareholder composition

Middle of January 2011 (planned)
Macromill, Inc. 82% (planned)
Hakuhodo DY Holdings Incorporated 15% (planned)
Tokyu Agency Inc. 3% (planned)
There is no notable capital relationship between theCompany and the new company. There is noCapital
notable capital relationship between the related
relationship parties and affiliated companies of the Company
and the related parties and affiliated companies ofthe new company.

(8)

Relationships between thelisted company and the newcompany

Personnel
relationship

There is no notable personnel relationship between
the Company and the new company. There is nonotable personnel relationship between the relatedparties and affiliated companies of the Company
and the related parties and affiliated companies of
the new company.

Businessrelationship

There is no notable business relationship between
the Company and the new company. There is no
notable business relationship between the relatedparties and affiliated companies of the Company
and the related parties and affiliated companies of
the new company.

3. Outline of shareholders[Hakuhodo DY Holdings] As of March 31, 2010(1)

Trade nameHakuhodo DY Holdings Incorporated(2)

Location

Akasaka Biz Tower 5-3-1 Akasaka, Minato-ku, Tokyo(3)

Title/ Name of representative

Hirokazu Toda, President & Representative Director(4)

Business

Operation and management of subsidiaries that provide generalmarketing and communication services to advertisers and otherclients(5)

Capitalization

10,000 million yen(6)Date of incorporation

October 1, 2003

(7)

Net assets

208,802 million yen(8)

Total assets

456,313 million yen

Major shareholders andshareholdings

The Hakuho Foundation 18.17%
General Incorporated Association Hakusei-kai 5.21%
Hakuhodo DY Holdings Employees’ Shareholdings Association
3.76%
Motoko Nakamoto 3.22%(9)-2-There is no notable capital relationship between theCompany and the new company. There is no notable
Capitalcapital relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.

Relationships between the(10) listed company and the newcompany

There is no notable personnel relationship between theCompany and the new company. There is no notable
Personnel
personnel relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.
There is no notable business relationship between theCompany and the new company. There is no notable
Businessbusiness relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.
Relatedparties[Tokyu Agency]

The new company is not a related party of theCompany. The related parties and affiliated companiesof the new company are not related parties of theCompany.

As of March 31, 2010(1)

Trade name

Tokyu Agency Inc.

(2)

Location

4-8-18 Akasaka, Minato-ku, Tokyo(3)

Title/ Name of representative Tsuneyasu Kuwahara, President and Representative Director(4)

BusinessGeneral advertising agency(5)

Capitalization

3,637 million yen(6)Date of incorporation

March 1, 1961

(7)

Net assets

6,115 million yen(8)

Total assets

30,685 million yen(9)Major shareholders andshareholdings

Tokyu Corporation 66.6%
Tokyu Agency Employees’ Shareholdings Association
Tokyu Department Store Company, Limited 7.3%

7.7%

There is no notable capital relationship between theCompany and the new company. There is no notable
Capitalcapital relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.

Relationships between the(10) listed company and the newcompany

There is no notable personnel relationship between theCompany and the new company. There is no notable
Personnel
personnel relationship between the related parties andrelationshipaffiliated companies of the Company and the relatedparties and affiliated companies of the new company.
Business
The QPR (Quick Purchase Report) business is operated
relationship jointly.
Relatedparties

The new company is not a related party of theCompany. The related parties and affiliated companiesof the new company are not related parties of theCompany.
-3-4. Financial results of each company
Macromill
FY ended June 30, 2010

Hakuhodo DY Holdings
FY ended March 31, 2010

Tokyu Agency
FY ended March 31, 2010

(1) Net sales

7,353 million yen

917,065 million yen

95,634 million yen(2) Ordinary
income2,135 million yen

8,194 million yen

45 million yen(3) Net income

1,266 million yen

1,277 million yen-622 million yen

5. Schedule
Meeting of Board of Directors: Basic agreement:
Establishment of new company:

September 24, 2010
Middle of January 2011 (planned)

Other specific schedule will be announced as soon as they have been determined.
6. Outlook
The impact on the consolidated financial results of the Company for the fiscal year ending June 30,
2011 has yet to be determined, and will be announced separately as soon as it has been ascertained.
The sale of data and the provision of marketing services currently conducted by the Company andTokyu Agency will be maintained as in the past. The Company will set up a system to consistently
provide data on consumer purchases to advertising agencies and general business corporations,
including Macromill, with the new company as a starting point. With the aim of making the QPRbusiness the de facto standard, the quality of product purchase data will be improved by expanding
areas and the number of samples.
The Company will consider a specific scheme to establish the new company and specific methods toseek companies that will invest in the new company after it has been established.

-4-